As a real estate broker or agent, you’re using social media as a way to build relationships, increase your reach and generate leads. The conventional wisdom tells you that sharing information about your real estate expertise and/or listings will showcase your capabilities as an agents and help your business. Unfortunately, to really get the most value out of social media, you’ll need to do more than that. Many people get intimidated that this is too hard or too much work, but that does not need to be the case.

Recent research by the National Association of Realtors shows that, even though more buyers are using the internet to do research on the home buying process, they still value their real estate agents. In fact, consumers who search online are more likely to use a real estate agent when purchasing a home.

When asked about what skills they most value in a real estate agent, buyers say they are looking for:

» Honesty and integrity
» Knowledge of the purchase process
» Responsiveness
» Knowledge of the real estate market
» Negotiation skills

Knowing that these are 5 traits that buyers consider when choosing a real estate agent, you can use these 5 traits as the basis for a 5-day social media posting plan that allows you to show potential buyers why you’re the right agent for them, every day of the week.

Here’s an example of how a weekly posting plan might look:

Monday (Honesty and Integrity): Post Something Personal

People want to know who you are, not only as a real estate agent, but also as a person. You probably won’t get very far with a post that says, “I am honest.” But, if you give people a peek at what you do in your life outside of work – your hobbies, your travels or your community service – they will find reasons to trust you. Make your Monday post an update on what you did over the weekend, so people can feel like they know you.
Tuesday (Knowledge of Purchase Process): Post Buyer/Seller Tips

Here is where you can showcase your real estate expertise. The key here is to post a tip that would be helpful to either a buyer or seller as they navigate the real estate process. The tip could be an article you read, a lesson learned from your own client experiences or even a simple explanation of common real estate terms.
Wednesday (Responsiveness): Post a Question

If you’re posting 5 days a week, you’re already showing your clients that you are socially active and responsive. Wednesday is your opportunity to take that responsiveness to a whole new level. The best way to build a conversation is by asking questions and soliciting feedback, so ask your fans and followers questions like:

» What is most confusing to you about the home buying process?
» What’s more important – good schools or lower property taxes?
» What do you think is the best new restaurant in town?

Posting questions and replying to them on Facebook or Twitter shows that you’re engaged. It’s also a great way for you to find out what’s important to potential clients.
Thursday (Knowledge of the Real Estate Market): Post Something Local

The internet has made it easier than ever to find information…if you know what you’re looking for. Thursday is a chance for you to differentiate yourself from other agents by showing how well you know your community. Position yourself as a hub of local knowledge by posting something about neighborhood schools or the town Girl Scout cookie drive. By showing that you are connected to the community, people will feel you really understand that market.

Friday (Negotiation): Post about Home Improvements and Trends

Simply posting that you are a great negotiator probably won’t sound very convincing. But, if you share information about the home improvements that add to the resale value of a home, or post updates on how overall market trends are affecting local home prices, people will know that you’re always thinking about how to get them the best deal possible.
Following this general plan can take a lot of the guesswork and frustration out of generating ideas on what to post on social media. Easy-to-use real estate technology tools like Lumentus Social make it simple to find relevant articles to fill up the days. You can even schedule social media posts in advance, so you don’t need to be active every day. By consistently giving clients the information they want, you’ll build stronger relationships and generate referrals through social media.